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- Introduction with Ryan Ginsberg
- Using Advertising Strategies to Achieve Organizational Goals
- What a Successful Brand and Conversion Campaign Looks Like
- Best Practices for Setting Ad Campaign Goals and Determining Parameters for Success
- The Ad Journey - Optimizing your Organization, Budget, Landing Pages, and Campaign Tracking.
- Strategic Selection and Application of Buyer Personas
- Advanced Targeting Strategies for Facebook, Instagram, Twitter, and LinkedIn
- Advanced Use of Remarketing and Lookalike Audiences
- Optimizing Visual Assets for Engagement
- Taking Ad Copy to the Next Level
- Pro Tips for Mastering Facebook’s Power Editor
- Best Practices for Building and Testing Social Ads
- Tactical Budgeting and Optimizing Efficiency Metrics
- A Quick Introduction to Calculating Manual Bid Amounts
- Tactics for Optimizing Social Video for Brand Engagement
- Advanced Strategies for Winning Facebook Bidding Auctions
- Driving Optimal ROI through Ad Analysis and Iteration
- Measuring Engagement and Impact of Ad Campaigns
- Benchmarking your Ad Campaign Performance to Prove ROI
- Using Data to Grow Future Campaign Success
While each campaign will be unique, in general, reach, views, and engagements are metrics most commonly associated with measuring the success of a ___________ Campaign.
For advertising campaigns focused on <strong>Performance</strong>, generally you’ll be measuring a tangible, specific action, referred to as a(n):
When creating performance ads, social advertisers find it useful to use data that’s been collected on visitors to their organization’s website to create targeted custom audiences for the ad. The best way to gather this website data is by installing _____________ on your website and any relevant landing pages as early as possible.
To keep your campaigns organized, we recommend creating a ____________ for all the social ads you create, using details like the year, ad name, the ad set name, audience, coupon code, and the date the ad expires.
Customer personas are useful for understanding the mindset and interests of a target audience. The best way to add useful details to a customer persona is to:
post a poll on your organization’s social networks to find out your followers ages and ethnicities
set up meetings with similar brands to exchange persona notes and learn from each other
DM followers of your organization’s social accounts a questionnaire regarding their pain points
brainstorm interests customers might have that intersect with the problem your product or service solves
post customer persona documents on social channels and crowdsource feedback on interests, pain points, and buying signals that could be missing
Pick the best set of interests that could be used to target a customer persona of a budget conscious traveller with a family.
Groupon, Disney World, McDonalds
Saks Fifth Avenue, The Beatles, Adidas
Oprah, Game of Thrones, Apple
Hilton Hotels, Universal Studios, Rolex
Choosing the Impressions bid type is best for video ads where you:
want to achieve the highest number of likes and comments possible
absolutely require video views
are aiming for the longest possible watch time metrics
don’t necessarily need people to watch the video
When writing copy for a social media advertisement, the headline’s job is to: (pick two)
be the first, attention-grabbing words your audience sees.
indicate the one action you want your audience to take.
provide a detailed description of the product or service you’re advertising.
draw people into your advertisement.
If you’re running a multivariate ad test, to test three variations of each ad element (Heading, Body Text, CTA Copy), how many different combinations would you need to produce?
27
36
6
9
The primary benefit of producing original visual assets for your social ads is that:
creating visual assets in house is often faster than searching through pre-made content
doing so gives you maximum creative control
doing so is far less expensive than other options, thus boosting ROI
you can optimize your assets for specific platforms and ad types
stock photos are penalized during the bidding auction phase
One of the most common mistakes people make when designing or acquiring visual assets for an ad is assuming that:
stock photos won’t work
monochromatic images can’t work
red means “anger” and green means “buy”
one image is enough
the colour orange causes a “hate” reaction
When writing copy for a social ad, the use of _____________ better enables you to showcase the urgency of your offer and demonstrate the specific value to your customer.
Indirect Copy
Aggressive Copy
Multivariate Copy
all of the options in this list
Passive-Aggressive Copy
Direct Copy
When choosing a bid type for a video ad on Facebook, bidding for Impressions means that you’ll be charged when someone:
sees your ad
clicks on the CTA
watches your video for at least 10 seconds
likes or comments on your ad
is impressed by your ad
When managing a brand campaign budget on Facebook, with a goal to reach as many people as possible, which of the following would be the best option to select for budget type:
Targeted
Minimum
Maximum
Average
Managed
One factor Facebook uses to determine winning bids is the __________________, which is based on the algorithm’s anticipated reactions to your ad, and is updated as users interact and engage with it.
Interest Analytics Score
Estimated Action Rates
Relevance Score
Audience Feedback Score
Effective Targeting Rate
Facebook’s Estimated Action Rate is ______________ used to determine winning bids by ________________.
a secret method; anonymous survey
a proprietary algorithm; predicting ad performance
the most effective method; tracking ad engagement
an industry standard; measuring total number of conversions
When managing a campaign budget on Facebook, the _________ option is best used when trying to maximize conversions, such as for Performance campaigns where you’re open to opportunities to gain conversions above your specified bid amount.
Minimum
Average
Managed
Maximum
Targeted
The best way to demonstrate the ROI of your completed campaign is to ensure all campaign data is properly:
budgeted, improved, and filed
reviewed, gathered, and maintained
reviewed, improved, and organized
surveyed, analyzed, and shelved
printed, organized, and filed
Which of the following best describes the purpose of downloading a breakdown report from Facebook Ads Manager once a campaign is finished?
To get raw campaign data in a spreadsheet format.
To receive a personalized report with insights into where your campaign could be improved.
To see a side-by-side comparison of how your ad performed relative to others ads with the same budget.
To determine whether your account is eligible to run future ads.
To obtain the anonymous negative feedback gathered on your ad from users who reported it.
To gain insight into Facebook’s Relevance and Feedback scores for your campaign.
When reviewing the data from a completed campaign with a view to determining its ROI, start by reacquainting yourself with your:
customer personas
ad copy
lowest CPC
CTA
campaign goals
creative brief
campaign budget
When calculating manual bid amounts for a social advertising campaign, use the Lifetime Value of a Customer (LTV) to your organization to determine a target Cost per Acquisition, which is defined as:
none of the options in this list
the cost to gain a given percentage of market share for a product or service
the estimated amount your organization spends on acquiring customers each year
target earnings from the product or service divided by marketing costs
the amount that’s reasonable to spend to gain a new customer
If you’re running a social ad campaign on behalf of a SAAS business, an accepted method for determining a target Cost Per Acquisition is to divide the Lifetime Value of a Customer for your organization by:
10
3
2
14
6
Visual assets for an ad should ideally target both the emotional and rational needs of your audience. An example of an emotional need might be to:
be close to the city centre and highway access
feel at home the moment they enter their room
earn points for a loyalty program
feel reassured that they are getting the best value possible
to get the best bang for their buck
Often, social networks have specific requirements for advertisements. It’s important to make note of these requirements when providing a designer with a request for visual assets. For example, graphics for Facebook Ads should not contain:
multiple images in a collage format
less than 40% text within the image
stock photography images
the same colour blue as the Facebook logo
more than 20% text within the image
If you’re working with a designer, it’s a good idea to collaborate on a resource request template that allows you to lead the direction for the visual assets you’ll need for your ad. Within your request, be sure to include _________, as well as ___________, which will enable your designer to better tailor the creative to the campaign goal.
the copy for your ad; your Ads Manager credentials for uploading the assets
your target audience; a competitor's ad for them to copy
the copy for your ad; an outline of your target audience
your color palette; a specific sketch of what the ad needs to look like
your ad’s daily budget; the chosen color palette
When creating performance ads, social advertisers find it useful to use data that’s been collected on visitors to their organization’s website to create targeted custom audiences for the ad. The best way to gather this website data is by installing _____________ on your website and any relevant landing pages as early as possible.
Facebook Collection Manager and Instagram Photo Tracker
none of the options in this list
UTM Parameters
Pixels and Google Tag Manager
Google Capture and Facebook Tracking
Facebook Ads Manager
Ad elements that you should create testable variations of include:
audience and call to action buttons
headline and body text
all of the options in this list
graphics and photography
The difference between Split Testing and A/B Testing is that Split Testing:
involves more than two versions
splits your budget between two objectives
is simpler to carry out
prioritizes induction over deduction
is necessarily more budget intensive
The main benefit to using multiple ad versions for a social media campaign is that:
it gives you the chance to continually refresh brand optics
your audience’s reactions help find the best converting elements
it lets you focus on many different objectives within one campaign
mixing up ad versions keeps your audience engaged
all of the options in this list
If you are running a campaign using ______________ be sure to monitor your costs throughout as it could cause your ad spend to be more than anticipated.
Intelligent Bidding
Manual Bidding
Competitive Bidding
Automatic Bidding
Intuitive Bidding
If you want to ensure that your campaign uses a set amount of funds for each day that your campaign is live, the best budgeting option is:
lifetime
weekly
none of the options in this list
fund management
automatic
manual
If you want a high degree of control over your ad campaigns and the ability to adjust your ad campaign’s budget on the fly you should use:
Manual Bidding
Fund Management
Power Editor
Campaign Budgeting
Daily Budgeting
Of the most common bid types for a social media ad campaign, _______________ is ideal for campaigns that focus on website visits, sign ups, and purchases.
optimized cost per mil
none of the options in this list
lead click
cost per mil
cost per click
cost per view
Looking for patterns in the reception of ad campaigns can be a great way to improve in the future. An area in which you might look to identify such patterns is:
demographics
interests
audiences
all of the options in this list
regions
placements
Let’s say that a campaign has performed poorly, and you are taking steps to improve future performance. You take a larger audience and split it in two based on unique needs that you may have identified from each group (e.g., location, gender, interests). This “splitting” tactic is referred to as:
segmenting an audience
dividing and conquering
audience cleaving
campaign optimization
audience analysis
Which of the following has the highest likelihood of improving your cost per click in future campaigns?
Increasing targeting of expensive, highly sought after audiences.
Mimicking the targeting practices of established brands.
Removing the most expensive audiences to reach.
Completely redesigning your ad targeting strategy.
Reducing your bid amount manually during the next campaign.
When designing visual assets for a social media ad, a good way of grabbing people’s attention is to use __________ colours that ___________________________.
dark; engage your audience by making them look carefully
muted; engage your audience by making them look carefully
muted; match the palette of the network you’re advertising on
bright; match the palette of the network you’re advertising on
bright; contrast with the palette of the network you’re advertising on
For advertising campaigns focused on performance, generally you’ll be measuring a tangible, specific action, referred to as a(n):
impression
top of funnel metric
middle funnel metric
link click
conversion
When beginning a Social Media Advertising campaign, it’s important to set target numbers for your chosen campaign metrics because they:
help the platform’s algorithm determine an accurate optimized cost per click
act as a destination to strategically work toward during the course of your campaign
help the platforms better optimize the deployment of your budget
are a required field when setting up a new campaign using Facebook Ads Manager
Which of the following are the two main benefits of using Lookalike Audiences? (pick two)
Uses top performing audiences from similar competitors’ campaigns.
Optimizes your ad campaign for different languages and regions.
Ability to reach new people beyond your fan base.
Enables automatic bidding success based on past performance.
Shows your ad to people who are more likely to engage.
LinkedIn, Twitter, Facebook, and Instagram all allow the creation of audiences based on demographic information and other targeting parameters. On Facebook, these are referred to as:
Custom Audiences
Target Audiences
Customer Personas
Audience Collections
Customer Lists
Even though social advertising campaigns are built around one goal, you should have a unique audience targeting strategy for every network you advertise on because:
targeting options vary considerably by network
each network has a different purpose
people have different motivations for using each network
all of the options in this list
When targeting your social ads, keep in mind the unique characteristics of each social network. For example, when targeting a budget conscious family on ________ you might home in on hashtags such as #NeedAVacation.
Snapchat
If you’re running a brand awareness campaign showcasing a new hotel location, you might consider targeting the ads towards ___________, since research shows it’s the primary type of device used for researching brands.
Feature Phones
Mobile Devices
Laptop Computers
Desktop Computers
none of the options in this list
Which of the following best describes how to optimize a campaign for high ROI once it is launched?
Daily budget and call to action adjustments.
Continual analysis and iteration.
Careful maintenance and campaign unification.
Campaign support using organic posts.
One method for improving the ROI of your ad campaign is to:
all of these options
none of the options in this list
pause poorly performing ads
redistribute ad budget to better performing variations
identify and remove the highest-priced demographics
A good method for identifying the best performing ads is to look at a variety of factors, including age range, gender, regions, and _____________ that are delivering the best results.
campaign types
pixel data
bid amounts
feedback score
ad placements
When creating live action video content for a social advertisement, it’s a good idea to:
shoot from different angles and cut together the footage to keep things dynamic
shoot the video using a smartphone, so that the end result looks realistic and approachable
use only one impactful close up shot to get the message across clearly
use tons of different props and backgrounds so the audience never gets bored
avoid scripts since these result in stilted performances
One feature of Facebook’s Ad Manager that can be especially valuable to larger organizations is the ____________ feature, which can save a considerable amount of time when creating large ad campaigns.
Bulk Upload
Adsheet Upload
Automatic Bidding
Facebook Spreadsheet
Automated Optimization
Excel Integration
Ads Manager gives you the option of selecting between two workflows, Quick Creation and Guided Creation. Guided Creation:
supports you with periodic emails containing suggestions for edits you can make during the first week of your campaign
supports you through a series of steps that advertisers most commonly perform when setting up a campaign
provides an AI bot to advise you in each stage of campaign set up and answer your questions
applies pre-set campaign options that are aligned to industry best practices
Be sure to keep the social network you’re advertising on in mind when drafting copy. For example, on _________ and __________, hashtags are generally useless.
Instagram; LinkedIn
Facebook; Instagram
Facebook; LinkedIn
Facebook; Twitter
Twitter; Instagram
Remarketing and Lookalike audiences both rely on using data gathered to:
guide an email campaign in Marketo
exclude market segments
send targeted DMs to key prospects
none of the options in this list
target an engaged audience
Remarketing Audiences on Facebook can be created in many different ways, but one thing they all have in common is the use of ___________ to refine an audience.
website cookies
UTM parameters
none of the options in this list
proprietary data
Ads Manager
While each campaign will be unique, in general, reach, views, and engagements are metrics most commonly associated with measuring the success of a ___________ Campaign.
Brand
Performance
Middle of Funnel (MOFU)
Vanity
Sales
Revenue
If you’re looking for insight into the bid amounts necessary to reach your audience, and want the network to select a bid for you, try using this type of bidding.
Intuitive
Algorithmic
Intelligent
Automatic
Competitive
Manual
When writing copy for a social ad, using _______________ is a great way to engage the curiosity of viewers who might not be looking to make a specific purchase.
Multivariate Copy
Aggressive Copy
Indirect Copy
Passive-Aggressive Copy
Direct Copy
all of the options in this list
Even the most successful ad campaigns can suffer from _____________, caused by not updating visual assets frequently enough.
elevated bounce rate
ad fatigue
conversion burnout
audience saturation
an irrelevancy score
If your organization doesn’t have Customer Personas built out, and you need to create your own to guide your ad targeting efforts, begin by picturing your ideal customer and brainstorm attributes such as:
challenges they face in their day-to-day lives
all of the options in this list
none of the options in this list
authors and books they enjoy
similar brands they could be interested in
Assume you have a custom audience that is performing well, and you want to build on that success by using its data to pull another group of similar users. This tactic is best described as a:
Custom Interests Audience
Mirror Audience
Lookalike Audience
Remarketing Audience
Targeted Audience
On Facebook, when choosing a bid type for a video ad, bidding for Video Views means that you’ll be charged when someone:
hits the play button on your video
likes or comments on your ad
sees your ad
watches your video for at least 10 seconds
clicks on the CTA
________ allows you to target your social ads based on upcoming events. For example, you can target people who have friends with birthdays coming up, or people with anniversaries in the near future.
Snapchat
Visual assets for an ad should ideally target both the emotional and rational needs of your audience. An example of a rational need for a hotel guest might be to:
experience a sense of community or belonging
feel at home during their stay
be greeted by warm, welcoming staff
immediately relax upon entering the room
get the best bang for your buck
To keep your campaigns organized, we recommend creating a ____________ for all the social ads you create, using details like the year, ad name, the ad set name, audience, coupon code, and the date the ad expires.
none of the options in this list
collapsable mindmap
separate Ads Manager Account
naming convention
folder system
A best practice for getting fair and unbiased results from your ad tests is to run ad variations:
at the same time of day and with a variety of budgets
on a weekly rotation and with the same budget
at opposite times of day and with a variety of budgets
at the same time and with the same budget
A/B testing is a great way to get fast feedback on your social ads, but the downside is that:
all of the options in this list
none of these options – there is no downside to regular A/B Testing
it can disrupt brand voice if overused
drastically different ads may confuse your customers
it’s hard to pinpoint which elements are succeeding
When looking to analyze the performance of a campaign, it’s essential that you wait at least ________ before gathering data, so that enough results have accumulated.
3 - 5 business days
2 weeks
24 - 48 hours
5 - 10 hours
until the campaign has ended
When optimizing an ad campaign, what is the main reason why it’s better to create a new campaign with new testing variants, rather than alter the existing one?
all of the options in this list
It provides you with another opportunity to win a bidding auction.
It allows you to change up the budget and targeting data.
It enables you to better organize your campaign data.
It ensures future tests are on an even playing field.
Choosing the Video Views bid type is best for video ads where you:
need to optimize your video for sound on viewing
need your audience to carefully read the body text
want to achieve the highest number of likes and comments possible
have important information contained within the video
Of Facebook’s 3 factors used to determine the winner of a bidding auction, the one which looks at the maximum amount of money you’re willing to pay per desired action is called:
Bid Amount
Relevance Score
CTA Cost
Maximum Budget
Manual Bidding
Target Bid
Competitor Metrics
Facebook uses 3 factors to determine the winner of a bidding auction: Bid Amount, ________________, and Estimated Reaction Rates.
Relevance Score
Competitor Metrics
Text to Image Ratio
Number of Followers
Maximum Budget
When calculating a manual bid amount, you need to estimate an expected conversion rate. The conversion rate is best determined by looking at the:
conversion rate for email campaigns divided by 4
average campaign conversion rate of your competitors, of similar size
number of email subscribers you have divided by your annual profit
percentage of customers who have purchased your product in the past quarter
standard benchmarking tool for your industry
percentage of customers who have converted in past campaigns with a similar call to action
When writing copy for a social media advertisement, the CTA should:
none of the options in this list
provide a detailed description of the product or service you’re advertising
all of the options in this list
be the first, attention-grabbing words your audience sees
be less than 140 characters for maximum impact
indicate the one action you want your audience to take
Which of the following is a reason why you should share your campaign insights with colleagues?
In general, it’s a best practice to provide colleagues with visibility to campaign results.
It can help support future cases for budget increases for social ads.
It can help inform tactics for other types of campaigns, like email or web.
all of the options in this list
They could provide you with unique, additional insights into your campaigns.
It will allow your creative team and copywriters to constructively discuss results.
When looking to make ad targeting even more specific, detail can be added by using the ______ option instead of ______ when choosing targeting criteria.
or; and
if; then
with or; without you
and; or
without; with
with; without
When calculating manual bid amounts for a social advertising campaign, one item you’ll need to identify is your max Cost per Click (CPC), which is a reasonable bid amount for a user to click your ad's CTA. Calculate your max CPC by multiplying your target Cost per Acquisition by:
the lifetime value of a customer to your organization
your annual profit margin divided by number of customers
your conversion rate
the cost of acquiring a new customer, minus costs
The best data source for creating a remarketing audience is:
customer data from your company's CRM
newsletter sign up lists
platform data such as users who like and engage with your posts
website pixels
all of the options in this list
none of the options in this list
Which of the following are types of testing that can be done with ad copy variations? (pick two)
Long vs Short
Pyramid vs Remarketing
Passive vs Active Voice
Melancholic vs Ecstatic
Direct vs Indirect
The best way to get an accurate picture of your campaign results during analysis and iteration is to review:
the first 24 hours post-launch versus the last consecutive 24 hour period
results from individual days as well as the whole campaign to date
the results from the campaign’s whole performance to date
hourly campaign results which provide a granular view of success
none of the options in this list
Manual Bidding provides more control over how aggressive you can be with your spend which is especially valuable if you want to:
keep your ad spend within a specific range
manually choose which competitors you will bid against
outbid competitors on an important audience
none of the options in this list
manually select each person who is served your ad
When crafting a hypothesis about why a campaign performed the way it did, be sure to account for contextual factors like:
time of year
all of the options in this list
audience choice
global trends
competing campaigns
current events
When measuring the success of an ad campaign that involved a video ad supporting a campaign goal to achieve online hotel bookings, the most relevant data to pull is:
video views
likes and comments
impressions
website visits
video watch time
If you’re running lots of different ads and need to add new UTM-enabled links to all of them, the fastest and simplest way to update them is to use Ad Manager’s:
instant paste feature to replace all the links in your chosen ad list directly
filtered lists to find the running ads and copy/paste the new UTM links
rules option to create conditions that target your ads, and adjust the links automatically
bulk edit feature to replace the UTM links in an Excel file, then upload
One way to create highly targeted audiences that are more likely to convert is by leveraging data on existing customers and prospects (e.g., email addresses and names). This data can be collated into spreadsheets and used to help guide the creation of custom audiences and targeting. An example of a good data source could be:
newsletter sign ups
demo requests
whitepaper downloads
salesforce leads
contest entries
all of the options in this list
If you’re running a split ad test involving two types of visual assets, two types of copy, and two different CTA’s, how many individual ads would you need to produce?
16
8
4
2
To keep your ad campaign ROI positive, you can ______________ to prevent serving your ad to people you know will not convert (e.g., existing employees, people who have already converted).
use manual bidding
use branching logic
implement Boolean logic
exclude audiences
use automatic bidding
target friends of employees
If you’re running a performance campaign aiming to drive hotel bookings among people aged 40-60, you might consider targeting your ads toward ___________, since research shows it’s the device people feel most comfortable on.
Desktop Computers
none of the options in this list
Laptop Computers
Feature Phones
Mobile Devices
Optimizing the targeting for your campaign is critical to the success of social ads. That’s why it’s so important to understand your target audience inside and out. This is where ______________ come(s) in, an important tool for gaining knowledge about the attributes of the people to whom you’ll be advertising.
remarketing audiences
your campaign strategy
pixel data
a social media audit
customer personas
industry benchmarks
You may want to target your ad campaign to a specific type of device, such as desktop computers or mobile devices. To do this effectively, consider which devices your audience is more likely to convert on. For example, an ad targeting middle aged customers to make a hotel booking may be more effective on __________ because _________________.
mobile devices; iPhones can store credit card details for fast access
desktop computers; they’re more comfortable entering credit card details there
desktop computers; research has shown that middle aged customers generally don't have mobile data plans
none of the options in this list
mobile devices; middle aged customers tend to not use desktop computers during the week
Which of the following is the best course of action to take if there is a specific audience that you absolutely must reach, but are not connecting with?
Petition your product department to add more compelling features.
Switch to automatic bidding from manual bidding.
Redesign visual assets and copy.
Re-examine your campaign goals.
Further refine your audience to find a better fit.
When choosing a Bid Amount for a Facebook Ad Campaign, the actual amount you end up paying could be less depending on the:
type of ad format used and your target audience
length of your ad and your maximum budget
none of the options in this list
quality of your ad and your target audience
success of your previous campaigns and your maximum budget
When budgeting your ad campaign, ______________ will allow you to select an amount and have it automatically divided up over the course of your campaign.
Choose only ONE best answer.
Fund Management
Daily Budgeting
Weekly Budgeting
Campaign Budgeting
Lifetime Budgeting
Ads Manager gives you the option of selecting between two workflows, Quick Creation and Guided Creation. Quick Creation allows you to save time by:
automatically using the data from your last ad campaign
bypassing all the step-by-step instructions to enter only essential ad and audience data
using generic pre-set options that have resulted in the highest number of conversions
using an algorithm to look at your content and determine the best settings for your campaign
If your campaign strategy involves creating a Facebook carousel ad that highlights three main benefits of your product alongside a CTA button to sign up for a free trial, you are liking running a ___________ Campaign.
none of the options in this list
Performance
Brand
Engagement
Call to Action
Multi-pronged
When using a Lookalike Audience to build brand awareness, you can narrow down your audience by excluding people you know won’t be interested, or who have already converted by using ______________ to prevent people who have already visited your website from being served your ad.
Ads Manager
branching logic
Boolean logic
none of the options in this list
if/then commands
pixel data
When it comes to designing an ad for social media, the most important quality of your ad’s visual assets is that they:
use the most popular stock photography available
work with your ad copy
feature bright colours like neon blue
use colours that match the platform on which you’re advertising
show happy customers with engaging smiles
Once a campaign is completed, and you’ve gathered and reviewed the relevant data, why is it important to maintain that data going forward?
Certain industries mandate that this data is retained for auditing purposes.
To share with your industry’s official benchmarking service.
It provides important insights into ad performance which can be built on in the future.
Finance departments require the data for year end accounting.
This data can be imported into other ads platforms for future campaigns.
A great strategy for writing copy for performance campaigns is to showcase social proof by:
none of the options in this list
listing a physical address and telephone number to demonstrate legitimacy
using direct copy written by your top sales employee
using impressive facts like the number of people who have purchased your product
listing features and how they compare to competitors' products
When designing a landing page for your ad campaign, make sure that the headline, call to action, and creative closely match the ad that your visitors clicked to get there. As with the associated ad, the landing page should be designed:
with a single purpose in mind
all of the options in this list
none of the options in this list
with multiple calls to action
so that it works for future campaigns
with numerous options and offers
A risk of using stock images for your ad’s visual assets is that:
images might appear impersonal
your ad could come across as insincere
all of the options in this list
the image you chose might have already been used by a competitor
none of the options in this list
One method of testing social media ad content is A/B testing, which is a comparison of two ad versions. A/B Testing is best used to:
keep your audience engaged and interested
determine and validate the general direction of ad strategy
identify the best copy for that business year
to determine which ad gets the largest budget of the week
Why is it important to add subtitles and convey your message visually when creating a video for an ad campaign?
The majority of videos on social media are viewed without sound.
The visuals complement and reinforce the audio, leading to better retention.
Video content with subtitles performs better from an SEO perspective.
Videos with subtitles are prioritized by Facebook when it comes to bidding auctions.
People retain knowledge better when they see it, rather than hear it.
When budgeting for a social ad campaign, you’ll need to determine a bid amount, which is the:
minimum amount it should cost to acquire a lead
amount a customer is worth to your organization
minimum you want to pay per conversion
maximum you’re comfortable paying per user action
amount you think will outbid your competitors
On Facebook, if you choose Maximum for campaign budget management, Facebook will deliver conversions that:
always stay below your maximum bid amount
may cost more or less than your bid, but generally average out
have the maximum chance of conversion from your audience
ignore cost and focus on customer quality
use the industry average conversion price as a guideline
On Facebook, if you choose Average cost bidding, Facebook will deliver conversions that:
use the industry average conversion price as a guideline
always stay below your maximum bid amount
are midway between highest and lowest bids for a particular market segment
may cost more or less than your bid, but generally average out
none of the options in this list
